Overview of South African Footwear & Leather Export Council

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The South African Footwear & Leather Export Council (SAFLEC) is a Section 21 Company established in 2001 to promote the export of footwear, handbags, and belts. SAFLEC aims to develop a culture of exporting, penetrate new international markets, support small exporters, and enhance the competitiveness of the industry. The council focuses on sustainable export growth, innovation, market development, and international standard compliance through various initiatives and programs.

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Overview The South African Footwear & Leather Export Council was registered as a Section 21 Company (Not for Profit) in 2001 with the mandate of promoting export of footwear and leather products. SAFLEC has recently been restructured to allow handbag and belt manufacturers to become members. SAFLEC represents the interests of the South African footwear manufacturers, handbag and belt manufacturers, and Allied Industries in the promotion of their products into international markets.

VISION The vision of SAFLEC is to contribute to the development and expansion of the South African Footwear, Handbags and Belts Industry By Introducing a culture of exporting, and penetrating new international markets by way of a well structured marketing plan, together with the development of the local market and the nurturing and support of small exporters

Strategic Goals Development of a sustainable export culture Development of SMME s Recruitment of new members Development of export markets (current and new) Improve competitiveness Technology Innovation for Design Development Quick response and raw materials stock holding Upgrading equipment National and Regional Clusters

Production of footwear, handbags and belts are growing although imports remain high. Retailers are revisiting local sourcing. Exports are growing and the future outlook is positive Industry is also re-capitalising.

Development of an export culture Meeting international standards and requirements in order to sustain continuous business Continuous exposure to international markets through Exhibitions, Outward Selling Missions and Inward Buying Missions Assistance/access to technical and export assistance. Promotion of export training programmes Training of members with respect to export and technical competencies

Development of export markets Identification of suitable exhibitions for exposure Maintaining a well defined Marketing Plan and Marketing Strategy Research all available channels Development and maintaining partnership with DTI, TIKZN and other organisations. Optimisation of Inward Buying Missions

Lessons learnt Trade fair exhibitions have proved to be an efficient pro-active marketing tool. SAFLEC initiative has sparked off a newly developed culture of co- operation among the manufacturers. Assistance/Leads received from the Foreign Economic Representatives is priceless. Assistance received from the DTI is invaluable. DTI/Chinese government organized project 30 students from industry was sent to China on a design/manufacturing course.